Transformation of a "B2B" operation into a "B2C" brand:
Brand personalization through physical contact points / Point-of-sale dramatization
Sector of activity
Textiles: fast fashion
Project background
As part of the transformation of the company's business model, we supported its move from wholesale to retail.
The brand saw real potential in the market to satisfy the needs of customers looking for a product that was "fashionable, affordable and still qualitative". That said, the competition in the market had already established a consumer culture and retail experience.
The customer's initial need was to be able to match competitors in terms of experience at the point of sale. This was to be achieved by differentiating the quality of the product and its design. Secondly, the customer wanted to develop on marketplaces. The aim was to test the sale of its products online, and eventually succeed in launching its own e-commerce site.
Our approach
- Develop an offer architecture that, first and foremost, corresponds to a fast-moving retail brand.
- Increase the offer to optimize cross-selling and upselling
- Develop an attractive visual merchandising strategy while respecting the theatrical character of the points of sale.
- Synchronize sales activities with communication schedules, while strengthening social networks.
- Prepare the marketing strategy for marketplaces (then prepare the development of the e-commerce site)
Our results
- An agile brand architecture that responds to the brand's various touchpoints.
- A seamless process from design to production, supply and retail.
- A seamless customer experience (suitability of offer, access to product, purchasing process, access to information).
- A dynamic communication/supply input that increases flow at the point of sale and interaction on social networks.